Industry News 2/4/2014

B$Z: Hydrapak Surges In Wholesale Distribution

Hydrapak Surges In Wholesale Distribution
Eight New Sales Agencies Signed for Hydration Solutions

Press Release from Hydrapak

Oakland, Calif. – Hydrapak, the innovator of creative hydration solutions, is proud to announce the appointment of eight sales agencies as the company gears up for a major push into outdoor and running specialty retail. Oakland-based Hydrapak, while traditionally a strong presence in the independent bicycle dealer arena, is best known for its dominant role in OEM manufacturing of hydration reservoirs.

"This is a very exciting time for Hydrapak. As we launch a wholesale program in the outdoor and run-specialty industries, retailers are already embracing creative hydration solutions that include the SoftFlask™ program as well as our reservoirs and components," said Jordan Phillips, Hydrapak’s Director of Sales. 

Hydrapak President Matt Lyon said, "As a company, we have made our mark providing OEM hydration solutions for many of the top brands in the outdoor industry.  In this new segment of our business -- Hydrapak-branded products for Outdoor and Run wholesale -- we have had incredible response from retailers. Our selection of these outstanding sales reps will ensure that retailers will continue to have a high level of service as we grow."

The eight new agencies include:
Srog Group
Granite Marketing
Eventum Sales
Tokul Creek Marketing
Atlantic Sports Group
Caraway & Co.
Gerten Outdoor Group
Walter Earnest

Steve Rogerson: Srog Group, covering New York, New Jersey, Delaware, D.C., Maryland, Pennsylvania and Ohio
Steve Rogerson has a long history in the outdoor industry working closely with brands, both as in house management and as an outside resource and adviser. In addition to Hydrapak, Steve represents Horny Toad, Nau, Asolo, Farm to Feet, Ticla, Rogue SUP and Hoka.  Rogerson brings a very strong understanding of the specialty running market and Hydrapak will be looking to him as an adviser in its approach to running-specific products. Phillips noted, "We are very happy to have Steve on board for the Mid Atlantic region. He has vast experience as a top sales rep as well a unique skill set in advising brands from marketing and product development standpoints."

Steve Copeland: Granite Marketing, covering Wyoming, Utah, Colorado and New Mexico
Steve Copeland has been a sales rep within Outdoor for over 20 years with outstanding customer relationships and service. In addition to Hydrapak, Copeland also represents Asolo, Gregory Mountain Products, Snow Peak, Nau, Horny Toad, ENO Hammocks, and Exped. In the past, Steve has also represented top trail running brands, giving him a strong understanding of the elite trail running and holstered flask business. In addition to representing Hydrapak, Copeland will serve as a product and packaging adviser as well as advising on dealer programs. Phillips said of Copeland, "I have known Steve for over a decade professionally and personally. Steve is someone who does the right thing for the retail shop owner first, not just pushing product for the sake of sales, but helping retailers make good decisions in programs that will grow their business.”

Chip Parker: Eventum Sales, covering West Virginia, Virginia, North Carolina, South Carolina, Kentucky, Tennessee, Arkansas, Mississippi, Louisiana, Alabama, Georgia and Florida
Chip Parker has been a sales rep in the Southeast for over a decade. In that time, Parker has represented dozens of iconic brands. In addition to Hydrapak, Parker and his group currently represent Black Diamond, Point 6, Hari Mari, Ticla and Locally Grown Clothing Co.  Parker has also been a lead rep for many top-tier brands in the tactical and law enforcement sectors. "Chip and his team have long-standing ties to specialty outdoor retailers in the South East. Eventum Sales has already created a foundation over the past year that is as robust as any large scale agency and we are confident that as Hydrapak grows, Eventum is our best choice for engaging specialty retailers and servicing these accounts in the South East," said Phillips.

Paul Dukich: Tokul Creek Marketing, covering Washington, Oregon, Idaho and Montana
Paul Dukich has been on the forefront of brand introductions big and small over the years. In addition to Hydrapak, Dukich represents Patagonia Footwear, Horny Toad, Nau, United By Blue, Point 6, Salewa and Dynafit. Dukich has managed a number of large-scale programs over the years and has the bandwidth to analyze business as well as service the territory, within both large scale and specialty retailers. "Paul has built a truly amazing group with Tokul Creek. His acute business sense, combined with years of relationship building in specialty retail, makes him a true asset for Hydrapak and our introduction of the new creative hydration solutions like SoftFlask™ 350, 500 and 750ML," said Phillips.

Harold Mullins and Steve Reader: Atlantic Sport Group, covering Maine, New Hampshire, Vermont, Rhode Island, Connecticut and Massachusetts
Harold and Steve are longstanding sales reps within the New England territory and have incredibly strong relationships in that region. In addition to Hydrapak, the Atlantic Sport Group represents Fischer, Tubbs, Yakima, Eagle Creek, Power Bar, K2 Skates, Powder Ridge and Whispbar. Harold and Steve have been built an agency that defines credibility over the years. They understand the best interests of retailers and how to get a brand established in the market place.  Phillips said, "Harold and Steve are very strong sales reps who bring decades of combined experience and retail stewardship to the table. They are truly retailer interest oriented and relationship driven with high levels of customer service."

Dana Caraway: Caraway and Co., covering California, Nevada, Arizona and Hawaii
Dana is a long standing sales rep with a history of iconic and formidable brands. Based in Bishop, California, she has spent her career growing established brands as well as introducing exciting new brands to the market. In addition to Hydrapak, Caraway and Co. represent Horney Toad, Outdoor Research, ENO hammocks, Carve Designs, EVOLV Sports and Chico Bag. “Dana and her group have a track record of excellence in the western region. She is highly service-oriented and understands how to approach retailers in mutually beneficial ways. Dana focuses in on what will create growth for the retailers business as well as ensuring top brand recognition and sell though,” said Phillips.

Paul Gerten: Gerten Outdoor Group: North Dakota, South Dakota, Nebraska, Minnesota, Wisconsin, Iowa, Missouri and Illinois
Paul Gerten and Gerten Outdoors are dedicated, relationship driven sales reps for the Midwest. The team of avid outdoor enthusiasts, in addition to Hydrapak, represents Gregory Mountain Products, Alpina, Ruff Wear, Nemo Equipment, Seal Skinz, Sherpa Adventure Gear and Zamberlan. “Out of the gate Paul has proven that his drive and commitment for introducing Hydrapak to top retailers could not be higher. He possesses a mindset that: being in front of the customer, in the shop, with a high level customer service are some of the top priorities. This dedication is very important for everyone on the Hydrapak team,” said Phillips.

Walter Earnest: covering Texas, Oklahoma and Kansas
Walt worked for an outdoor outfitter as a retail manager early in his career. For fourteen years he led trips ranging from local day excursions to weeklong backpacking trips and paddling trips to Texas, New Mexico Colorado and Arkansas. Walt has been representing brands in the Southwest since 1992 and has a vast amount of knowledge of technical products and innovation. In addition to Hydrapak, Earnest represents Gregory Mountain Products, Steripen, Pacsafe, Exped and Grand Trunk. “Walter is a true road warrior sales rep with a high level of commitment to the retailers he services as well as the brands he represents. We could not be happier with him joining the Hydrapak team,” said Phillips.

About Hydrapak
Hydrapak, creators of innovative and advanced hands-free fluid delivery systems, was introduced to satisfy the growing demand from athletes for personal hydration systems. Hydrapak produces a lineup of custom-built hydration backpacks, reservoirs, and bottles for a variety of sports, including skiing/riding, biking, hiking and running.  Founded in 2001, Hydrapak is also an OEM for top manufacturers specializing in consumer, commercial and military purposes.  To view all drink systems and components, bottles and hydration packs visit or call 510.632.8318.